高爾夫是一項集享受大自然、運動健康、社交、自我挑戰和遊戲於一身的活動,為當今熱門休閒運動項目之一。台灣高爾夫球場密度高且家數多,對於高爾夫球場經營者而言,必須面對眾多競爭,高爾夫球場經營者如能擬定完善的行銷策略,將有助於提升整體的經營成效。 本研究運用深度訪談法,進行高爾夫球場行銷策略資料蒐集與分析,主要發現如下:1. 產品策略主要有提供擊球場地、餐飲服務、球具器材販售服務以及高爾夫教學活動;2. 價格策略為採取中價位與依市場價格收費;3. 推廣策略是透過球場架設廣告、FB粉絲頁、Line@、eDM以及辦理高爾夫比賽;4. 通路策略是採用零階(直銷)通路模式;5. 高爾夫球場經營趨勢,主要有提供室內模擬練習場、擊球揮桿動作修正服務、數位計分系統與無人駕駛球車等服務。至於外包球場維護工作以及桿弟工作與異業結盟,亦是未來經營趨勢。
Golf is an activity that enjoys nature, sports health, social interaction, self-challenge and games. Golf has become one of the popular leisure sports. Taiwan's golf courses are dense and numerous. For golf course operators, they have to face the competition of many golf courses. If golf course operators can formulate a sound marketing strategy, it will help to enhance the overall operational effectiveness. This study used in-depth interviews to collect and analyze marketing strategy data of golf courses. The results of the study were as following: 1. Product strategies: golf course, catering, golf clubs sales, golf teaching. 2. Price strategies: medium price and market price charges. 3. Promotion strategies: course advertising, facebook fan page, line@, eDM, golf games. 4. Place strategies: zero-level channel (direct marketing). 5. Trend of golf course management: indoor simulated golf, golf swing analyzer, digital scoring system, driverless cart, outsource for field maintenance and caddie service, horizontal alliances.